The Cape Craft & Design Institute (CCDI) was set up in 2001 to promote and
grow craft as an economic sector in the Western Cape province of South Africa.
A Section 21 not-for-profit company, the CCDI is a joint initiative of the Provincial
Government of the Western Cape and the Cape Peninsula University of Technology.
WHY DOES THE WESTERN CAPE NEED A CRAFT INSTITUTE?
About 40000 people work in the craft sector in South Africa and contribute R2 billion
a year to the economy. Crafters range from the lone roadside wire artist to the hundreds of women making
beadwork for a non-profit project or the potter who runs a well-equipped studio producing high-value items.
For thousands of poor people in the Western Cape, craft is an entry point into the mainstream economy.
Yet these crafters often do not know how to market their goods, raise bank loans or improve their skills and products.
With this in mind, the provincial government commissioned a research study of the craft sector in 2000. The result was a
recommendation that an institute to develop Cape Craft be set up.
WHAT DOES THE CCDI DO?
The CCDI's six programmes support crafters and network all players in the product-to-market chain.
This includes craft retailers, national chains, marketing agents, exporters and service providers such as designers,
product developers, skills trainers, business development practitioners and mentors. Government and other funders also
form part of this effort to build relationships across sectors.
CCDI PROGRAMMES
1. Communications & Sector Promotion (Weaving a web of communication)
A website with newsletter, articles, research documents,
notification of events and a database of crafters and retail craft outlets
Craft sector meetings featuring monthly speakers, where crafters can network and
talk about their activities and needs
Promotional material, advertising and craft exhibitions reflecting the
wealth of Cape Craft and aimed at growing a consumer market
An annual craft design competition to encourage creativity and innovation
A craft icon programme to reward excellence and provide a model to which crafters can aspire.
2. Enterprise Development & Training (Development and training for craft entrepreneurs)
Learnerships to develop crafters' skills in design, business management, production and marketing
A winter and spring school featuring short courses
An analysis of your business with our EBAT (electronic business assessment tool),
to highlight your strengths, and point out the next steps to grow your business more
Mentoring and counselling for craft enterprises
A Rural Outreach service, with a dedicated officer traveling to the West Coast,
Central Karoo and Eden, on a rotational basis every month. Crafters in the regions can now
be reached with many of the services that city crafters had access to.
3. Centre for Innovation & AMTS FabLab (Encouraging innovation and design)
A product development clinic where crafters learn how to tailor their work to the market more
Assisting crafters through workshops and other programmes to develop products for
niche markets such as décor, fashion, home ware, the corporate gift market and tourism
more
The AMTS FabLab offers design software, which links digitally to manufacturing technology,
such as a laser cutter, sign cutter, milling machine, and other more
A resource center, which will include the distribution of market intelligence, as well as documentation of
heritage resources for inspiration.
4. Market Access (Bridging the gap between maker and market)
Exposing crafters' work at local and national consumer shows as well as national and international trade shows
Linking crafters to local craft markets, retail outlets and gallery shops Assisting
crafters to define their targeted niche market and to reach it, in terms of décor, fashion
accessories, gifts & memorabilia, craftart, corporate gifts, etc
Assisting crafters to make the transition to the difficult export market.
5. GIFT corporate gift warehouse (Providing socially responsible gifting)
Setting up a permanent showcase of Cape Craft corporate gifts to serve as a shop window
to the corporate world more
Negotiating and facilitating orders on behalf of producers to provide
gifting and promotional solutions to corporate buyers
Providing manageable and appropriate opportunities for craft producers, community groups and income-generating projects.
6. Research and Resource Development (Mapping the way)
Impact analysis, scrutinising the work of the CCDI, as well as research and strategy analysis of the craft sector
A WC craft shop route map for tourists
Easy-to-use practical booklets for crafters
Career opportunities in the craft sector, a matrix to analyse your business,
and potential niche markets for different categories of products.
